Unfortunately, copywriters have long been mislead by salespeople (they're the experts aren't they?).Just about all sales training goes banging on about NEEDS. ‘Identify your prospect’s needs,’ ’relate your benefits to your prospect’s needs’ – and so on. This is particularly true of sales-training related to the world of software.

There’s a fundamental problem with that approach.

﻿IF YOU ONLY SELL TO SOMEONE’S NEEDS, THEY WILL ALWAYS BUY THE LOWEST COST SOLUTION THAT MEETS THOSE NEEDS.﻿

Let’s think about something we all need. Throughout the day we need to tell the time. That really has become a need.

Now, I can completely satisfy that need with a Micky Mouse wristwatch for about $10. OK, it may not look too good in front of clients, so perhaps I’ll spend a little more. I can get a radio controlled watch – good clear face, reliable - for less than $100. That would completely satisfy the NEED. But, suppose I fall in love with a beautiful Breitling that costs more than $3,000? Now, THAT WOULD be the envy of my colleagues. It would show my clients how successful I am. Make me feel good. What am I doing right now? I’M RATIONALIZING AN EMOTIONAL DECISION. And businesspeople do exactly the same thing..If I need something, but don’t particularly want it - I will buy at the lowest cost – (obviously, provided it does satisfy the need.)If I really want something, even if I don't need it, price becomes much less of an issue.